Customer Relationship Management in E-Commerce Analytical Essay by Pico

An in-depth review of the implementation of a customer relationship management solution in e-commerce.
# 146651 | 2,914 words | 13 sources | APA | 2011 | BD

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The paper outlines the strategic alignment process that facilitates the integration of people, process and technology in the case of implementing a customer relationship management solution in e-commerce. The paper points out the roles of maintaining a cultural orientation based on creativity and innovation and of utilizing IT governance. The paper explores the process of managing change and provides a case study of the Blue C Sushi restaurant. The paper offers a critical analysis of the case study's e-commerce solution and offers recommendations for management on how to deal with the customer relationship management application.

Customer Relationship Management
Case Study
Critical Analysis for the Case Study
Recommendations for the Future

From the Paper:

"According to Payne and Frow (2005: 167), customer relationship management is defined as a process-oriented framework which consists of four components: strategy development process, value creation process, multi-channel integration process and performance assessment process. Incorporating the areas of e-commerce, customer service, sales, analytics and marketing, this is a holistic framework which includes every part of the organization. Therefore, Grover and Kettinger (2008:45) suggest, customer relationship management could be considered a form of integrated marketing communications. In the area of e-commerce, the integration is achieved through web-based tools which facilitate instantaneous sharing of information. Thus it facilitates the treating of each customer individually."

Sample of Sources Used:

  • BESTERFIELD, D. H. 2002. Total quality management. New York: McGraw Hill/Irwin.
  • DESS, G. G. 2007. Strategic management: creating competitive advantage. New York: McGraw Hill/Irwin.
  • EVANS, J. R. 2004. Total quality: management, organization, strategy. New York: McGraw Hill/Irwin.
  • FRED, D. 2006. Strategic management: concepts and cases. New York: Prentice Hall.
  • GOETSCH, D. L. & DAVIS, S. B. 2003. Quality management: introduction to total quality management for production, processing and services. New York: Wiley.

Cite this Analytical Essay:

APA Format

Customer Relationship Management in E-Commerce (2011, January 10) Retrieved October 28, 2020, from

MLA Format

"Customer Relationship Management in E-Commerce" 10 January 2011. Web. 28 October. 2020. <>